Things I Read and Loved: Customer Experience
Increasingly businesses are seeing the value in putting the customer first.
Customer experience is becoming the new brand.
Shep Hyken puts it perfectly, “Be it customer service, product quality or just the way the customers feel about the companies they do business with, customer experience rises to the top of whether or not the customer will decide to keep doing business with a brand.”
Most companies pride themselves on creating amazing customer experiences yet only a handful of customers would agree. With that being said, focusing on customer experience is an important investment all brands should make. There are many ways to go about it as well.
The readings below take us on a deeper dive into the potential of customer experience and it’s ability to transform the way customers interact with brands.
CMOs Are Leading the Charge as Customer Experience Increasingly Requires Collaboration
Experience builds brands. 87% of organizations agree that traditional experiences are no longer enough to satisfy their customers. Customer experience is also not a one person job. It requires collaboration across functions, technologies, teams, and partners. Accordingly to Mish Fletcher, global head of marketing, Accenture Interactive, “In order to make CX [customer experience] core to every organization and every business decision, collaboration, both internally and across the partner and technology ecosystem is essential”. Read on to learn about statistics that are shaking up the customer experience internally.
New Work: Creating a Digital Employee Experience for a Digital Workforce
In the article above, we learned the need to have an internal collaboration to create an exceptional customer experience. Porsche Digital Lab shares that 78% of millennials spend their money on experience and while we talk about customer experience, we can’t forget about the internal customers, our employees? It all starts with getting your employees engaged — in fact employee experience according to Porsche Digital Lab is critical to the success of customer experiences. Learn about how organizations can strive to create better employees experiences which will, in turn, influence the creativity needed for customer experiences.
How 5 retailers succeed in redefining the customer experience
Typically when we think of customer experience, we think B2C. There are many points of interaction a direct customer has with the brand and the opportunities to create exceptional experiences are endless. Accordingly to this article, however, the retail market can easily get caught up in “shiny object syndrome,” ignoring the fundamentals in favor of the bells and whistles like smart fitting rooms and augmented reality displays. However, paying attention to the crucial tenets of digital marketing, such as email and mobile, is how these retailers can really redefine the customer experience. Read on to find out how retailers like Nordstrom, Shopbop, Sephora, Amara, and Saks Fifth Avenue are redefining the customer experience.
The Symbiotic Relationship Between CX and Loyalty
Customer Experience goes beyond marketing. Most customers will turn away from a brand with one bad experience. Phil Britt says, “In a competitive market, how can companies build a trust with their customers? CX and loyalty have a symbiotic relationship. With that being said CX can also be tricky, the better you get at creating experiences, the more your customers expect — making it harder to maintain loyalty. Learn about how others are managing their customer’s expectations while working to continue to create exceptional customer experiences.
Building a Great B2B Loyalty Program to Prevent Churn
Part of creating a great customer experience is making sure your customers stay loyal and keep coming back for more. In competitive markets, loyalty builds trust towards the brand and advocates towards untouched segments. According to Mark Schmukler, “In a B2B landscape, existing customers are even more vital and loyalty, therefore, means everything in B2B”. Though traditionally loyalty programs are known to dominate in the B2C world, they are slowly making their way over to the B2B world as well. Learn about how loyalty programs can help drive sales and stop churn.
Where do you see the potential for customer experiences increasing and how?
Anjali Arya is a Product Marketer at RL Solutions and a budding Medium blogger from Toronto, Canada. Have something interesting to share? or just curious about her work, follow her on LinkedIn, Medium and Twitter and start a conversation!
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